Marketing heritage to Gen Z: Neha Marda shares how Phitku is selling ‘phitkari’ without the grandma guilt

To cut through a crowded personal care market driven by 10-step routines and clinical jargon, Phitku is selling a traditional nuskhe without the “grandma guilt”.For actor and founder Neha Marda, returning the humble phitkari (alum) to the vanity shelf is not a nostalgia play, but a calculated effort to reposition the ingredient by selling its science and proven everyday efficacy.Avoiding the nostalgia trapFor decades, legacy brands have relied on a familiar playbook to sell traditional remedies—leaning heavily on heritage, nostalgia…